The European Commission has ordered Meta to grant rival artificial intelligence (AI) assistants free access to WhatsApp within five days, marking a rare emergency intervention to prevent irreversible damage to competition in the fast-growing AI assistant market. The decision, announced on Tuesday, 09.06.2026, follows an antitrust investigation launched in December 2025 into Meta’s policy of restricting access to WhatsApp’s API for third-party AI providers while charging fees—a practice Brussels argues is tantamount to exclusion.
The Commission, led by Vice-President for the Clean, Just and Competitive Transition Teresa Ribera, stated that Meta’s restrictions risked causing “serious and irreparable harm” to competition by stifling innovation and limiting consumer choice. “We must safeguard European citizens’ freedom of choice regarding which AI assistant they prefer to use on WhatsApp,” Ribera said . The interim measures will remain in force throughout the investigation, which could result in fines of up to 10% of Meta’s global turnover if the company fails to comply .
Meta had previously allowed third-party AI assistants on WhatsApp but imposed fees, a move the Commission dismissed as effectively a continuation of its earlier outright ban. In October 2025, Meta restricted access to its WhatsApp Business API, limiting AI integration to its own Meta AI service. The Commission now argues that Meta has abused its dominant position in the consumer communications app market since at least January 2023 by controlling access to a critical platform for AI development .
The decision comes amid broader tensions between Brussels and major U.S. tech firms over compliance with the Digital Markets Act (DMA). Earlier this month, the Commission clashed with Apple over its attempt to bypass DMA obligations by delaying the rollout of its Siri AI assistant in the EU, a move Brussels condemned as an effort to circumvent regulation .
Industry observers note that the WhatsApp ruling reflects the EU’s increasingly assertive stance in shaping digital markets. “This is only the second time in two decades that the Commission has used emergency powers of this kind,” said a spokesperson for the European Commission . The move underscores Brussels’ determination to prevent tech giants from entrenching their dominance in emerging sectors like AI assistants, where smaller players still have a chance to compete.